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Gin Guild survey: Six out of 10 on-trade customers ask for a gin by brand name

Published:  23 July, 2015

A survey conducted for The Gin Guild by One Poll showed that almost two-thirds of on-trade customers (62%) ask for a specific gin by name rather than settling for the generic house gin when ordering a G&T. The results suggest half request tonic by name too.

The Gin Guild said that 20% would pay more for a premium gin brand.

But despite the seemingly unstoppable rise of craft gin, big names brands remain the favourites for most consumers, according to the survey.

Bacardi's Bomaby Sapphire and Diageo's Gordon's were named as the most popular gins, by 25% each of the 2,000-person sample.

Pernod Ricard's Beefeater and William Grant's Hendrick's hit double figures and Diageo was in the top five again with Tanqueray.

The poll claimed than G&T outscored Pimm's as the spirit-based drink of choice for consumers this summer, with a growing taste for classic cocktails such as the Negroni.

Nicholas Cook, director general of the guild, said: "Much of the increased popularity seems to be coming from consumers seeking out and enjoying a whole range of gin brands, from big brands to smaller craft or locally-produced gins.

"The research also demonstrates that the on-trade is continuing to recognise the flexibility and unique qualities that gin brings to cocktail making, with the majority of respondents preferring to enjoy gin in an on-trade environment.

"Gin has long been favoured by British people due to its established place in British culture. However, with the rise of craft gins and innovative brands it has shaken off its old-fashioned image, and is increasingly being viewed as a contemporary, sophisticated drink of choice."

The Gin Guild was established in 2012 to promote and encourage commitment to excellence in gin distillation and "industry custodianship" of the spirit category.